Mike Michalowicz had built one of the most trusted brands in small business strategy — but brand authority didn't reach people who hadn't yet encountered it. The "Have You Heard of Mike?" campaign was built specifically for that audience: a video ad designed to introduce Mike and his Fix This Next framework to cold audiences who didn't already know his name, capturing their attention and building enough credibility and curiosity that they sought out the book on their own terms rather than feeling sold to. COURSE produced it.
The creative concept was shaped by the campaign's awareness-first objective. Unlike a direct response ad built to convert warm traffic, an introduction-focused campaign had to earn attention and trust before it could make any ask at all. Research into Mike's target audience — business owners who were working hard but struggling to identify the right problems to prioritize — shaped a concept that led with the pain his audience recognized immediately and introduced Mike as the person who had solved it systematically rather than opening with his credentials or his book title.
Script development produced an attention-grabbing narrative built around curiosity and relevance. The goal was to make a business owner who had never heard of Mike finish the video wanting to know more — not because the ad had told them to buy something, but because the content had made them feel seen and had given them just enough of the Fix This Next framework to recognize it was exactly what they needed. Professional filming with Mike captured his authentic passion and the relatable expertise that had made him a trusted voice for hundreds of thousands of readers — genuine on-camera presence rather than performed promotion.
Post-production editing incorporated dynamic transitions, music, and on-brand graphics that held attention through the full video and gave the campaign its polished visual quality. Professional voiceover added depth and credibility, extending the emotional resonance of the storytelling.
The campaign drove significant traffic to Mike's website and social channels, contributed to a lift in Fix This Next sales by expanding his audience beyond his existing readership, and reinforced his positioning as a leading thought leader in business strategy.
Services Delivered
- Target audience research and awareness campaign concept development
- Curiosity-driven, introduction-first scriptwriting
- Professional video filming — authentic Mike Michalowicz on-camera presence
- Pain-recognition narrative for cold audience engagement
- Dynamic post-production editing — transitions, music, and on-brand graphics
- Professional voiceover talent direction and integration
- Multi-platform distribution for audience expansion
